The first publicity for Morimoto has arrived at the Mirage. Featured on plywood covering the former tattoo parlor and lounge King Ink, the advertising reveals a logo and photograph borrowed from chef Masaharu Morimoto's Napa restaurant. The moody, knife-wielding image was photographed in 2010 by Hopper Stone for the California restaurant launch. The Napa flagship is part of a culinary triple threat including Morimoto Waikiki and Morimoto Mexico, which all use the same font and graphic. And perhaps provide a hint at the direction of the Iron Chef's first, and long awaited, arrival in Las Vegas.
The early 2014 launch of Morimoto Las Vegas will take over the existing Japonais space, also advertised on the plywood. And Tom Colicchio's Heritage Steak is promoted with a generic image of an open grill and promise of an August opening date, despite the steakhouse being still being very much under construction in the resort's atrium space.
· All Coverage of Masaharu Morimoto [~ELV~]